The Evolution of Product Placement: How Streaming Shows Are Transforming Tourism and Marketing

In today's digital entertainment landscape, product placement has evolved far beyond the familiar sight of James Bond sipping a specific vodka martini or driving the latest Aston Martin. Streaming platforms, particularly Netflix, have revolutionized how brands integrate into content, creating a phenomenon where entire locations rather than just products become the stars of the show. This transformation has significant implications on marketing strategies worldwide.

From Watches and Cars to Destinations and Experiences

Traditional product placement typically featured luxury items like watches, cars, and beverages. The James Bond franchise remains the quintessential example, with brands paying millions to be associated with 007's sophisticated lifestyle. However, the streaming era has expanded this concept dramatically.

Today's product placement extends to entire destinations, creating what industry insiders call "set-jetting" or "screen tourism" – where viewers are inspired to visit locations featured in their favorite shows. This trend has generated unprecedented tourism booms in previously overlooked destinations.

The "White Lotus" Effect: Hotels as Stars

Perhaps no recent example better illustrates this evolution than HBO's "The White Lotus," a satirical series set in luxury resorts. While technically not a Netflix production, it exemplifies the new approach to hospitality marketing through entertainment.

The Four Seasons hotel chain has formed a strategic partnership with HBO, allowing different properties to serve as filming locations for each season. The first season showcased the Four Seasons Resort Maui at Wailea, followed by the San Domenico Palace in Taormina, Sicily for season two. The upcoming third season features the Four Seasons Resort Koh Samui in Thailand.

This partnership has been extraordinarily successful. Marc Speichert, chief commercial officer of Four Seasons, revealed that "The growth in visitor numbers after 'The White Lotus' has been truly remarkable, with a substantial surge in interest and bookings observed during and after the airing of both the first and second seasons. For example, Maui experienced a 425% year-over-year increase in website visits and a 386% increase in availability checks during season one alone."

Four Seasons has capitalized on this success by creating exclusive guest experiences at properties worldwide, including screening events, themed afternoon teas, poolside escape cabanas, and pop-up bars inspired by the show.

The Netflix Tourism Phenomenon: When Viewers Become Travelers

Netflix shows have similarly transformed tourism patterns globally:

The Korean drama "Crash Landing on You," distributed by Netflix in 190 countries, featured several Swiss locations, including a scene where a character plays piano on a pier by Lake Brienz in the village of Iseltwald. This single scene triggered an unprecedented tourism boom, with fans from across Asia flocking to this previously quiet destination.

The impact was so significant that it overwhelmed the small village, prompting authorities to install a turnstile at the pier and charge a "selfie fee" of five Swiss francs. A documentary titled "Netflix Overtourism in Switzerland" was even produced to examine this phenomenon.

Netflix's "Emily in Paris" has similarly transformed tourism in the French capital. The Place de l'Estrapade in the 5th arrondissement, where the main character lives, has become so overrun with visitors that some residents have spray-painted "Emily Not Welcome" near the building's entrance.

Local businesses have experienced dramatic changes, with the Italian restaurant Terra Nera (featured as "Gabriel's restaurant" in the show) shifting from serving mostly local politicians to catering to international tourists. The tea house Carette, established in 1927, saw a surge in visitors ordering the same chocolat chaud with chantilly cream that Emily enjoys in the show.

Tour companies have capitalized on this trend, with operators like ExperienceFirst creating specialized "Emily in Paris" tours that visit filming locations throughout the city.

Marketing in a New Era: Lessons from HIM Business School

At HIM Business School, we recognize that understanding these emerging marketing and communication trends is essential for preparing students for successful careers in marketing. That's why our curriculum emphasizes:

• Destination Marketing in the Streaming Age: We teach students how locations can position themselves to benefit from film and television exposure while managing potential over-tourism challenges.
• Experiential Marketing: Our students learn how to create immersive experiences that leverage the emotional connections viewers form with shows and films.
• Digital Storytelling: We emphasize the power of narrative in marketing, helping students craft authentic stories that resonate with today's experience-driven consumers.

The Future of Entertainment Marketing

As the lines between entertainment, marketing, and tourism continue to blur, we expect to see even more sophisticated integrations. Streaming platforms are increasingly aware of their power to drive tourism and consumer behavior, leading to more strategic partnerships with destinations and hospitality brands.

For businesses and marketers, the key lesson is clear: today's consumers seek authentic experiences connected to the content they love. Whether it's staying in a hotel featured in a favorite show, visiting a filming location, or simply enjoying a product associated with a beloved character, the emotional connection established through entertainment creates powerful marketing opportunities.

At HIM Business School, our mission to make students "Be World Ready" includes preparing them for this new marketing landscape, where understanding the intersection of entertainment, technology, and consumer behavior is crucial for success in the global hospitality and tourism industry.